Pengembangan Branding Lokal Berkelanjutan: Mempromosikan Produk Unggulan dan Pariwisata Daerah melalui Pemasaran Berbasis Komunitas

Muhammad Harahap; Ana  Bilgies; Sisti  Nurjanah; Syamsuri; Gatot  Wijayanto

doi:10.33379/icom.v4i2.4208

Penulis

Muhammad Ade Kurnia Harahap Universitas Simalangun, Pematang Siantar, Indonesia
Ana Fitriyatul Bilgies Universitas Islam Darul Ulum Lamongan, Lamongan, Indonesia
Sisti Nurjanah Institut Agama Islam Syekh Maulana Qori Bangko, Merangin, Indonesia
Syamsuri Universitas Tanjungpura Pontianak, Pontianak, Indonesia
Gatot Wijayanto Universitas Riau, Riau, Indonesia

DOI:

https://doi.org/10.33379/icom.v4i2.4208

Kata Kunci:

Branding Lokal Berkelanjutan, Produk Unggulan, Pariwisata Daerah, Pemasaran Berbasis Komunitas

Abstrak

Artikel ini menjelaskan strategi pengembangan branding lokal melalui pemasaran berbasis komunitas untuk memajukan sektor pariwisata dan mempromosikan produk unggulan di tingkat daerah. Dengan studi literatur dan analisis data, artikel ini menyoroti kompleksitas dan relevansi branding lokal dalam meningkatkan citra produk dan destinasi pariwisata daerah. Hasilnya menunjukkan bahwa strategi pemasaran yang melibatkan komunitas efektif dalam mendorong partisipasi aktif masyarakat dalam promosi produk lokal dan daya tarik wisata setempat. Melalui keterlibatan langsung dengan komunitas, brand lokal dapat meningkatkan kesadaran, penghargaan, dan dukungan dari berbagai pihak, termasuk penduduk lokal dan wisatawan. Kolaborasi antara industri, pemerintah daerah, dan masyarakat kunci dalam menerapkan strategi branding yang berkelanjutan, yang pada akhirnya berdampak positif pada pertumbuhan ekonomi lokal dan pembangunan komunitas.

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